By Ghazali Ibrahim
Super Eagles captain Wilfred Ndidi has ventured further into fashion and entrepreneurship with the launch of DIIDS, a new underwear brand offering products for both men and women.
The brand, which was unveiled in Lagos, is part of Ndidi’s plans to build a business legacy beyond football.
DIIDS offers everyday underwear products, with a boxer listed at N15,000, while its women’s bra is priced at N19,000.
Ndidi is also the face of the brand, featuring in promotional materials as he begins to establish DIIDS as part of his broader “WN — Built for Legacy” vision.
The footballer said his move into business was inspired by his desire to create something that can survive beyond his playing career.
“Football has given me a platform, but I know there is life beyond the game,” Ndidi said during the brand’s launch.
DIIDS is designed for both men and women, with the brand initially focusing on everyday essentials and positioning itself for expansion beyond Nigeria.
The move marks another step in Ndidi’s transition from professional footballer to entrepreneur, adding fashion and lifestyle business to his activities outside the pitch.
The Leicester City midfielder has previously spoken about his ambition to build a lasting legacy, drawing on his upbringing in Nigeria, where he helped his mother sell fruit and also sold groundnuts as a young boy.
The DIIDS brand was also trademarked in the United Kingdom under clothing-related categories, including underwear, sportswear and other articles of clothing.
